Groupon, a shopping Web site that offers daily deals on the best local goods, services, and events, has chosen the Vertica Analytics Platform for analyzing subscriber behavior and to scale its business intelligence capabilities.

The Vertica Analytics Platform was selected after an evaluation process where Vertica surpassed other companies in meeting Groupon’s requirements for parallel data loading, query performance, and simplicity. Vertica’s ability to deploy on the Amazon Elastic Cloud Computing (EC2) offering was also appealing to Groupon. Groupon, having chosen Vertica, is now in a position to analyze the relationships among its massive amounts of data and to associate revenue and other metrics to individual users.

“As Groupon continues its rapid expansion into new markets, we see advanced analytics as a key component to achieving our subscription, revenue, and customer satisfaction targets,” said Mark Johnson, chief data officer at Groupon, in a statement. “Vertica provides an ideal platform for analyzing the massive amounts of usage data generated by our subscribers, giving us insight into the effectiveness of different campaigns and marketing promotions. We’re looking to the Vertica Analytics Platform as the cornerstone of an analytics strategy that will help us move to the next level.”

“Groupon is the fastest growing company in history, and the Vertica Analytics Platform was built with companies like Groupon in mind,” said Christopher Lynch, president and CEO of Vertica Systems, in a statement. “With Vertica, Groupon has the power for real-time analysis of their subscriber-generated data now and a platform built to scale as they continue their meteoric growth. We’re looking forward to working with Groupon to develop their analytics capabilities in a way that enhances the experience for their users and helps them make mission-critical decisions based on real data, not hunches.”

Groupon launched in November 2008 in Chicago and now features daily deals in more than 500 markets around the world.